Communication in the Digital Age Through the Prism of Administrative Culture.

Abstract

Introduction:  Morocco's digital public sector reforms are a strategic tool for modernisation, improving service efficiency, transparency and citizen inclusion. These government-led projects are reshaping organisational structures, administrative processes and communication patterns from a traditional paper-based hierarchical system to an open and interactive digital platform. This article analyses how the digital transformation is redefining administrative communication in Morocco and examines the legal, institutional and cultural factors that are influencing this transformation. It explores the opportunities offered by new technologies and the challenges associated with their adoption, and evaluates the impact of new technologies on communication practices, the quality of services, and the interaction between citizens and the state in the digital age.

Objectives: The aim of this article is to examine the changes brought about by the digitalisation of administrative communication in Morocco, focusing in particular on the institutional, legal and cultural determinants shaping its trajectory by exploring to what extent is digital transformation reshaping the paradigm of Moroccan administrative communication, and what role does organisational culture play in this reconfiguration ?

Methods: the chosen methodology is centred on a descriptive analytical approach highlighting the regulatory framework and relating concrete practical cases from the experience of Moroccan public administrations.

Results: The results of the study reveal that the success of the digital transformation of communications requires the promotion of an organisational culture that encourages innovation and flexibility. Although the digitisation of public services is an opportunity for modernisation, it remains hampered by structural and cultural factors that are deeply rooted in the Moroccan administrative apparatus. The persistence of a fixed bureaucratic culture, based on a dynamic of control, hierarchical rigidity and centralised decision-making, makes it difficult to fully adopt communication in the digital age

Conclusions:  Digitalisation of the Moroccan public sector is both a modernisation tool and a communications revolution, transforming the way administrations engage with citizens. Beyond the technical infrastructure, successful implementation requires a rethink of traditional bureaucratic communication practices, moving from hierarchical, paper-based exchanges to transparent, digital interactions. This transformation requires new skills in digital communication, from engaging with social media to delivering data-driven services, while maintaining cultural sensitivity. For effective adoption, civil servants need to be trained in these evolving communication practices, management needs to set an example of digital transparency and processes need to be redesigned around user-centric principles. It is only through this holistic approach, combining technological, organisational and communication changes, that Morocco's digital administration can truly improve efficiency and public trust.